The media buying and planning agency is still to be finalised by IndiaFM. The advertising budget for the business is in the region of Rs 7-8 crore
IndiaFM.com, the Bollywood portal and a division of Hungama.com, has appointed Cartwheel Creatives as its creative agency. Other agencies in the fray for the account were SSC&B Lintas and Network Advertising. This is the first time IndiaFM has appointed an advertising agency to promote itself in the Indian market.
IndiaFM draws 70 per cent of its traffic from NRIs from all over the world. But the portal hasn’t been attracting attention from Indians in India. The mandate for Cartwheel Creatives is to devise a communication strategy that will establish the brand by capturing avid cinema lovers in the country.
Commenting on the development, Kaushik Mukherji, chief operating officer, promo marketing, Hungama, says, “We will be undergoing a change of brand identity soon. IndiaFM, which stands for films and music, can be confused with radio FM stations. We decided to promote our website looking at the rising trend of consumption of entertainment in the country in the past few years. Even the daily news channels have approximately four hours of content on Bollywood. With growing Internet connectivity, it’s a very good opportunity for us to reach out to the avid cinema lover and offer him substantiated cinema content.”
D Ramakrishna, aka Ramki, executive director, Cartwheel Creatives, says, “We suggested a branding strategy to capture the Indian audience in a simple and uncluttered way. We were able to define each stage of the branding exercise in a step-by-step order.”
The first campaign with the new identity of IndiaFM will be launched by the end of August this year. The media mix for the business includes television, radio, Internet and mobile promotions, and outdoor advertising. There will also be on-ground activation activities that will be an integration of offline and online space. For example, activations conducted in a cinema theatre will induce the consumer to log on to the IndiaFM website and vice versa.